TRADING Standards officials have warned new EU directives to curb telephone scams will not stop people falling victim.

A sharp rise in unsolicited calls claiming people have won big cash prizes has prompted the EU to ban the operation of premium rate scams across Europe.

But Pat Thomas, spokesman for Cumbria County Council's Trading Standards, said households would continue to be plagued as firms would dodge the law which will come into effect in Britain by 2007 - by moving further afield.

For help call the Independent Committee for Supervision of Standards of Telephone Information Services on 0845-0700707.